Accor, a frontrunner in the global hospitality sector, is poised to transform its approach to meetings and events through the development of a dedicated digital ecosystem. This initiative aims to foster sustained growth within its events segment, valued in the multibillion-dollar range. The envisioned platform will encapsulate over 5,600 Accor properties around the globe, providing access to a staggering 2.5 million square metres of event space, alongside more than 800,000 guest rooms. This extensive reach underscores Accor’s commitment to streamlining the process for customers seeking to plan and book events.
At the heart of this new digital offering is a self-service solution designed to simplify how event planners book spaces, rooms, and catering services. Notably, the platform will integrate sales and catering functions—an enhancement that is anticipated to bring substantial value, particularly for business clients and event coordinators. By incorporating the ALL – Accor Live Limitless loyalty programme, members will gain exclusive benefits, making this platform not only functional but also enticing for returning customers.
Accor plans to roll out a preliminary version of the platform by the end of 2025, initially focusing on essential functions tailored for sales teams and small group bookings of up to 30 rooms. A more sophisticated version will follow in early 2026, equipped with additional functionalities, including the capacity to book meeting rooms and seminars along with overnight accommodations, thereby expanding its utility.
The foundation for this ecosystem relies on the MeetingPackage system, which synergises sales and catering tools with both the Accor website and third-party distribution channels. Accor is collaborating with several technology partners, including Oracle, Backyou, iVvy, and Amadeus, to enhance the efficiency of event management across its portfolio. Julien Houdebine, Accor’s Chief Sales and Revenue Officer, remarked, “At Accor, we have the advantage of working with leading technology providers to create a seamless and efficient user experience.” This collaborative approach promises a more cohesive digital experience that prioritises the interpersonal connections essential for successful events.
Moreover, Accor’s ALL loyalty programme is evolving alongside these changes. This transformation is designed to bolster guest experiences by offering personalised recommendations and a broader selection of services through its digital platforms. By embracing these technological advancements, Accor aims to increase direct bookings and improve overall growth.
In tandem with this digital revolution, Accor has also taken significant strides towards sustainability in its event offerings through its Event Carbon Reduction Charter. This initiative mandates the implementation of eco-friendly practices, such as waste management solutions and recycling efforts, across its extensive network of meeting and event spaces. With over 18,500 such venues globally, Accor is encouraging its hotels to secure sustainability certifications, showcasing a commitment to not only improve the client experience but also to care for the environment.
As the hospitality landscape adapts to changing client expectations, Accor’s integration of generative AI solutions, such as the Travel Assistant powered by Amazon Web Services (AWS), illustrates its forward-thinking approach in enhancing guest interaction. This AI tool personalises the booking journey, offering tailored recommendations and insights—from planning to post-stay engagement—representing a significant leap in customer experience.
Accor’s initiative to enhance the booking experience further includes the GroupSync online platform, developed in partnership with Groups360. This platform aims to revolutionise the meetings and events industry by enabling instant online bookings across over 5,200 properties, thereby addressing the operational challenges faced by event planners.
As Accor embarks on this ambitious digital transformation, the hospitality giant positions itself not merely as a place to stay, but as a dynamic facilitator of memorable interactions—whether for business, leisure, or special occasions. This comprehensive strategy aligns with current trends that favour in-person gatherings, promising a rejuvenated environment where face-to-face connections are fostered and celebrated.
Reference Map
- Paragraphs 1, 2, 3, 4, 5
- Paragraph 5
- Paragraph 5
- Paragraphs 5, 6
- Paragraph 3
- Paragraph 3
- Paragraph 3
Source: Noah Wire Services
Subscribe to Industry Updates
